One of the most common obstacles that our clients face is recruiting the right number of people at the right time… Recruiting in a way that matches the inflow to their capacity and demand.
Historically, capacity has always been an issue for most entities needing to recruit participants, donors, or enrollees. However, many of our clients have had to reduce capacity due to covid-related restrictions, which is exacerbating this issue for many. Regardless of the cause, most entities have some sort of capacity or demand restraint that requires recruitment to be very deliberate and timely.
If you’re new to recruitment, you may wonder why one wouldn’t just recruit as many persons as possible, and then schedule them as capacity allows. The primary reason why we don’t believe in this is, is what we call, “prospect freshness.”
When a prospect engages and is ready to take the next step with you, they are ready at that moment in time. If you tell them they have to wait, they’re very likely going to lose interest, or forget about you altogether. We want you to be able to strike while the iron is hot, while their enthusiasm is at its peak. Therefore, we never recommend recruiting persons that won’t be accepted more than four to six weeks into the future.
So, how can we ensure an effective recruitment campaign while maintaining pacing that matches your capacity?
At Rekrewt, here is our approach:
As you would expect, during the first few weeks of a new recruitment campaign we are monitoring and collecting incredible amounts of data. One of our goals is to get to a point where we can reliably say, “For every X number of people that we can connect with, our client will receive Y enrollments.” Depending on the client, the target audience, the geography, and many other factors, it can take some time to get to this level of confidence.
Once we reach it, however, we’re then able to adjust our efforts to match our client’s capacity and/or demand. We’ll translate our findings into two levels of recruitment: minimal and maximum.
If a client’s hopper begins to get full, they’ll communicate that to us, and we’ll downshift our efforts to the minimal level of recruitment. We’re still generating awareness, and still generating prospects, just a more manageable number. Remember, we don’t want to recruit people only to tell them they aren’t needed or to wait a few months! As the client begins processing the prospects and catching up, we can shift up to the maximum level of recruitment.
All the client has to do is keep us apprised of their levels, and we handle the rest.
It is important to remember that these varying levels of recruitment are only possible once sufficient data is collected. We aren’t speculating or making guesses; rather, we are closely matching efforts with the client’s need based on historical data and trends. This means that the first few weeks of recruitment require various tests and experiments, not full-on recruitment. We’re focused on the long-term success and consistency, not an initial blast of prospects.
And by the way, this approach also works great for entities with seasonal needs, such as colleges.
If you’re curious how this approach would work for your unique recruitment needs, let me know and we’ll discuss it.